Initially, the lower-priced Google Pixel 4a was scheduled to launch on May 22 after the Google I/O 2020 event. However, that event was canceled due to a coronavirus outbreak. Google then scheduled an Android 11 event for June 3, where the Pixel 4a could have appeared, but that was also canceled due to internal strife.

We recently learned that the Google Pixel 4a might be announced on July 13, but would not hit store shelves until August 6. Then in mid-June, we heard that the Pixel 4a launch had been delayed again, this time to October. What on earth is going on?

The Google Pixel 4a has the potential to be the best budget phone of the year. But as the release date gets pushed back more and more, Google is making it easier for competitors to swoop in and steal its thunder.

According to the latest rumor, courtesy of Jon Prosser, the Pixel 4a will still be announced on July 13, but the black model will launch on October 22 and the blue model has been "dropped."

It is understandable why Google continues to delay the Pixel 4a release date. Many retail stores are still not open, and Apple is closing stores that have reopened due to the recent spike in COVID-19 incidents. Microsoft, on the other hand, has decided to close its retail stores altogether.

In other words, now does not seem like an ideal time to launch a phone; the Google Pixel 3a is currently sold on Verizon, Sprint, and T-Mobile, and Google would like to see these stores reopen before launching the Pixel 4a I guess. Then again, with the ongoing spread of the coronavirus, there is no guarantee that malls and retail stores in the US will open for the masses by the fall.

As for the phone itself, the Pixel 4a appears to be a solid Android phone. The device is said to feature a 5.8-inch OLED display, a Snapdragon 730 processor, 6GB of RAM, and 128GB of storage (although a 64GB variant may be available).

The Pixel 4a should also have a 12.2MP rear camera and an 8MP front camera. And early leaked Pixel 4a camera samples indicate that this camera should be able to produce flagship-level results at a much cheaper price.

The good news is still out there: in May, we learned that the Pixel 4a could be priced at just $349.

The problem for Google is that the competition isn't sitting still. iPhone SE 2020 is already available and features the amazing A13 Bionic chip along with a great camera. OnePlus has a 6.4-inch OLED display and Snapdragon 765G processor, and is developing a lower-priced OnePlus Nord that should offer great specs at a lower price. In other words, the OnePlus phone will offer 5G connectivity, which the Pixel 4a is expected to lack.

Meanwhile, Samsung's affordable Galaxy A series phones are getting good, too, with 6.5-inch screens, Exynos 9611 processors, 4GB of RAM, 128GB of storage, and quad-lens cameras. And this fall, Samsung is rumored to release the Samsung Galaxy S20 Lite (aka Fun Edition), but we have yet to see the rumored price.

If battery life is a concern, the Moto G Power is another bargain, with an impressive endurance of over 16 hours in web-surfing tests; anything lasting over 11 hours lands on our best phone battery life list.

It won't be as affordable as the Pixel 4a, but according to one rumor, the iPhone 12 will start at just $549 when Apple announces its lineup in September. This will be a 4G-only version, but it will certainly be cheaper for Apple and could steal the spotlight from Google.

The conclusion is this. The economy, especially the retail environment, could continue to be volatile in October. In other words, if the Pixel 4a is ready to ship as reported, there is no reason for Google to sit on its hands past the July 13 announcement date. It should work with carrier partners and online retailers like Amazon to find ways to promote the device online.

With the clock ticking toward 2020, Google cannot afford to delay the Pixel 4a any longer.